Now it's social media platforms like YouTube and Facebook (and its subsidiary Instagram). asking users to flag content created or modified using some form of artificial intelligence.
The move comes after India's Ministry of Electronics and Information Technology announced in February that it would introduce stricter regulations requiring platforms with more than 50 lakh users to implement systems to filter untagged AI media.
Under the modifications, users who share photos, videos or audio files that have been significantly modified using AI tools must mark them as such.
The platforms are also changing rules for those that initially had five million users in India.
What impresses me most here is how quickly the difference between “real” and “created by artificial intelligence” is blurring – and how platforms are trying to keep up with it.
We have seen companies like TikTok publishing tools that allow you to control the amount of content generated by artificial intelligence you see or add invisible watermarks to check if the video was shot by artificial intelligence.
This is a big change for anyone who creates, watches, or uses social media for work. So if a brand shares an AI-edited photo without disclosing it, it could mean penalties – or simply reduced trust.
On the other hand, users may start to take a closer look at what they see and wonder, “Did a human actually make this?”
Personally, I'm glad platforms are doing this – but labeling alone won't be a magic bullet.
Detection technology needs to improve, developers still need to be transparent, and users need to remain vigilant.
As the flood of talk about AI becomes more intense, it seems likely that we will see more rules, more controls and (yes) inevitably a bit more chaos as well.
